16-05-2012, 11:54 AM
Essentials of Advertising
Advertising.ppt (Size: 893.5 KB / Downloads: 55)
What is Advertising
Advertisement is a non-personal presentation of an idea or a product
Tough competition in market & fast changes in technology fashion & taste of customers
“The person who saves money by not advertising is like the man who stops the clock to save time .”
Features of Advertising
It is paid form of communication
It is non-personal presentation of message
The purpose of advertising is to promote idea
Advertisement is issued by an identified sponsor
Critics of Advertising
Multiplies the need
Makes the product more costly
Increase in demand at the cost of another manufacturer
Creates brand monopoly
Every advertisement is not creative
Undermines moral values
Corrupt the minds of youngsters
Message
Message should be put in a manner that will arouse interest among consumers
Message must be carefully targeted to impact target consumers
Appealing advertisement, consequently induces consumers to purchase the product
Aspects of message to be conveyed :
Meaningful: Customer should find message relevant
Distinctive : Should capture consumer’s attention
Believable : Include sense of truthfulness